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POV: Google launches Shopping Actions to help retailers in their battle with Amazon

Updated: Dec 21, 2021

What’s happened?

Google has launched Shopping Actions, a new connected shopping experience across Google Search, Google Express and in the Google Assistant app for smartphones and on smart speakers, such as the Google Home.

The Shopping Actions service offers consumers a universal cart that accompanies them whether they are on a mobile, desktop or voice-powered device. For example, a user could do a search on Google for paper towels, see a sponsored listing from Target, and add the item to a Google Express cart. Later, in the kitchen, the same user can request hand soap via voice, add it to the same cart using Google Home, and then purchase all items through the Google checkout.

Furthermore, consumers can link their Google accounts to store rewards programs to enable a more personalized shopping experience. For example, a user with their Google account linked to a Target rewards program will see more shopping results from Target. If the user has a habit of buying certain items monthly, those items will be displayed to the user when they have the highest intent to re-order.

Shopping Actions uses a pay-per-sale model, meaning retailers only pay when a sales transaction takes place. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page, and on

This sounds exciting, can you show me?

Google is already working with top retailers on the new initiatives, including Target, Walmart, Ulta Beauty, Costco, and Home Depot.

Example experience below:

How does this impact brands?

The offering immediately allows retailers to market to users via new platforms, such as voice shopping on Google Assistant. Connected devices, via Google accounts, gives consumers a smooth, seamless shopping experience with shareable lists, a universal shopping cart and instant checkout with saved payment credentials.

Brands can increase loyalty and engagement with their highest value customers by allowing reward accounts to be linked to Google accounts. Personalized recommendations, one-click re-ordering and basket-building turn one-time shoppers into repeat customers.

Precision's thoughts

For sure, this is a Google move to compete with Amazon. For retailers already selling on Amazon, this additional distribution can only increase sales, and is especially appealing with the low-risk pay-per-sale model. For retailers not selling on Amazon, effectively competing with Amazon, Shopping Actions provides powerful exposure and distribution via the Google properties.

Google Shopping Actions offers a promising, connected ecommerce platform to retailers, and an interesting addition/ alternative to Amazon.


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